Madevi, Fadhila (2019) Pengaruh Persepsi Label Halal terhadap Citra Merek dan Minat Beli (Survei Online Pada Pengikut Akun Instagram @safiindonesia). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk: (1) mengetahui dan menjelaskan pengaruh persepsi label halal terhadap citra merek; (2) mengetahui dan menjelaskan pengaruh persepsi label halal terhadap minat beli; (3) mengetahui dan menjelaskan pengaruh citra merek terhadap minat beli. Jenis penelitian yang digunakan adalah explanatory dengan menggunakan pendekatan kuantitatif. Variabel penelitian ini meliputi Persepsi Label Halal, Citra Merek, dan Minat Beli. Populasi dalam penelitian ini adalah wanita muslim pengikut aktif instagram @safiindonesia dengan usia diatas 18 tahun, mengetahui produk perawatan wajah Safi, dan mengetahui logo halal pada produk perawatan wajah Safi. Sampel yang diambil sebanyak 116 responden yang diambil dengan menggunakan purposive sampling, dan metode pengumpulan data melalui kuesioner. Analisis data yang digunakan pada penelitian ini adalah analisis statistik deskriptif, dan analisis jalur (path analysis). Data pada penelitian ini diolah menggunakan SPSS 21 for Windows. Hasil analisis jalur (path analysis) menunjukkan bahwa Persepsi Label Halal (X) berpengaruh signifikan terhadap citra merek (Z), Persepsi Label Halal (X) berpengaruh signifikan terhadap Minat Beli (Y), Citra Merek (Z) berpengaruh signifikan terhadap terhadap Minat Beli(Y).
English Abstract
The purpose of this study was to: (1) identify and explain the influence of Label Halal Perception towards Brand Image; (2) identify and explain the influence of Label Halal Perception towards Purchase Intention; (3) identify and explain the influence of Brand Image towards Purchase Intention. The type of research used in this research was explanatory with quantitative approach. The research variables were Label Halal Perception, Brand Image, and Purchase Intention. The population in this research were muslim women’s followers of Instagram account @safiindonesia at least 18 years old, knowing about Safi's facial care products, and the halal logo on Safi's facial care product. The sample that used in this research was 116 respondents taken by using purposive sampling and data collection methods using a questionnaire. Data was collected by online survey method. Data analysis used was descriptive statistical analysis and path analysis. The data in this study was processed using SPSS 21 for Windows. The result of path analysis showed that Label Halal Perception (X) has significant effect towards Brand Image (Z), Label Halal Perception(X) has significant effect towards Purchase Intention (Y), Brand Image (Z) has significant effect towards Purchase Intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2019/689/051911181 |
| Uncontrolled Keywords: | Persepsi Label Halal, Citra Merek, Minat Beli-Label Halal Perception, Brand Image, Purchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 18 Aug 2020 03:09 |
| Last Modified: | 21 Oct 2021 03:05 |
| URI: | http://repository.ub.ac.id/id/eprint/177127 |
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